Influence of Business and Market Environment Factors on Consumer Behavior in Hospitality Industry

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The paper analyzed the consumers of hospitality services on the basis of the influence of business and market environment factors on their decision making while they availed the hospitality services. Business and market environment factors were categorized as qualitative and quantitative factors and then analyzed. Qualitative factors taken for study represents the qualitative variables of hospitality industry like quality of services, process handling, brand awareness, positioning, legal, social, and political environment etc. on the other hand quantitative factors included the variables like price, distribution, packaging, people, infrastructure etc. The paper is based on modern or contemporary theories those can very successfully deals with the unpredictable volatile environment and irrational aspects of consumer behaviour. These theories are based on social and behavioural sciences and are not precise like physical or natural sciences theories. They are developed through eclectic borrowing from anthropology, sociology, social psychology, individual psychology, and other related fields.The research paper contains a thorough review of studies related to hospitality sector, which facilitate researcher to formulate the hypotheses and research problem. Researcher prepared a relevant research design to carry the research. Research was carried out in Delhi and the population included all the indivual those were more than fifteen year of age. The study was carried out on the basis of gender. Researcher has used both primary and secondary data in this research. Questionnaires were used as sampling tools which were designed with the help of experts and were pretested. The appropriate statically tools were used for data analysis. Analysis of central tendency of both quantitative and qualitative factors revealed that both of them significantly influenced the consumer behavior of respondents, but a higher significant average mean value in case of qualitative factors revealed that they influenced the consumer behavior of respondents with a higher degree than quantitative factors. The study was further done on the basis of gender and analysis revealed that in both the categories i.e. qualitative as well as quantitative, female respondents (with a higher average mean) were more influenced than male respondents. The findings will help the managers to understand the influence of business and marketing environment factors on consumers, which will further facilitated the formulation of appropriate and effective marketing and operational strategies.

Keywords: Business and Market Environment Factors, Hospitality, Qualitative and Quantitative Factors, Brand, Positioning, Variables, Central Tendency, Consum er Behavior, Strategies, Revenues

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